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Not sure how true this is, but a teammate of mine explained that the padding can actually be bad for you. If you take a heavy blow to the shoulder it will weaken it, but you won't feel the pain to its full extent, then when you go for another hit you don't protect it like your body naturally would. Does that make sense? I still wear them though have separated both shoulders and had a sterno- clavicular dislocation so am the worst person to give advice, but I thought that's an interesting theory as all my injuries were from follow up, secondary hits.

Fair enough, but that's a result of growing up in U.S or Canada. This was the one campaign that really took off here (at that time). Aside from Guinness there were few big beer brands that kids would have been comfortable with. Yea we knew of others but this was pretty engrained into your psyche, the first time you were in a pub underage, it was Bud or Guinness you asked for because it was safe and you wouldn't get caught out. I should have taken into consideration how prolific bud advertising would have been in the U.S.

Yea it was irritating but it got through. What other beer brands were kids actively engaged with before their teens? What I'm saying is they were successful as fuck in making it my default brand, as piss poor a beer as it is. Which is impressive.